Man With Cookie Head Shot In-Camera in BRX Film For Optus

Optus has partnered with BRX to launch the new Samsung Galaxy S26 series with a campaign focused on helping customers get more value from the technology they use every day.

Today’s customers are looking for more than just a smartphone. They are looking for smarter ways to get the full equation right: a device that makes life easier, meaningful AI innovation and great value.

Rather than focusing purely on specifications or price, Optus reframes the upgrade to give customers the satisfaction of knowing they have made the smart call.

The idea is brought to life through the ‘Smart Cookie’, a character with an oversized cookie head, drawing on familiar cultural language to instantly signal smart decision-making.

The campaign showcases key Samsung Galaxy S26 and Android experiences, including Circle to Search with Google, positioning the phone as an intelligent tool that helps people make faster, more confident choices in their day-to-day life.

Optus senior director, consumer and small business marketing, Akshay Sardana said, “There’s a lot of choice in the market today, and customers are ultimately looking for value and simplicity. We wanted to show that choosing the Samsung Galaxy S26 series on Optus is a smart move -- combining powerful AI features, a premium smartphone experience and the value of a great network and plan.”

Rolling out across BVOD and social, the campaign introduces ‘Make the smart move’ -- positioning Optus as the destination for customers looking for premium technology, AI innovation and great overall value.

The ‘Smart Cookie’ was physically built and worn by an actor, with the film shot on location at Bondi and captured in-camera rather than relying heavily on CGI or AI.